Creative Census Returns This September with a Spotlight on AI and Human Intelligence
QMS is launching its Creative Census on 1 September, continuing its annual survey to assess creative thinking within Australia's media and marketing sectors. Now in its fourth year, the survey targets professionals from media publishers, agencies—including media, creative, content, production, and communications—and consumer marketing.
The survey features 25 questions that ask participants to share their views on creativity, collaboration, and innovation in their workplaces. The responses are then compared against industry-wide data to provide valuable insights into the current state of creativity.
This Year's Focus: Balancing Artificial and Human Intelligence
This edition of the Creative Census will emphasize how artificial intelligence (AI) and human intelligence are working together. Wade Kingsley, founder of the survey, highlights that this year marks a key moment for the adoption and maturity of generative AI in the industry. While AI offers strong practical applications, there’s also a clear concern about how it might replace human creative roles.
With the survey, the goal is to capture how professionals perceive this balance. It also continues to track attitudes toward curiosity, bravery, and risk-taking—qualities essential to creative success.
Out of Home Media and Innovation
Tennille Burt, Chief Marketing Officer at QMS, points out that out of home (OOH) media has long been recognized as a creative channel. The rise of digital out of home (DOOH) has accelerated its impact and influence significantly.
Burt expresses enthusiasm for the Creative Census, noting it as the only survey of its kind in Australia. It sets a valuable benchmark and helps the marketing and media sectors better appreciate the role creativity plays across clients, agencies, and publishers.
Get Involved
If you work in creative media or marketing and want to contribute your perspective, the Creative Census offers a straightforward way to share your experience. The results can help your industry better understand where creativity stands—and where it’s heading.
For more information and to participate, visit www.thecreativecensus.com.
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